Presented at From the front - frontend wonderland in Bologna. Sept 18. 2015. We have always heard of the cliché phrase: “sex sells.” How do we design in a world that is intentionally and unintentionally powered by sexually-biased? As designers, we are trained to look at the world around us with a curiosity and inquisition. If we take a design research approach to looking at gender, what will we find? In this session, we will be taking a deeper look at how gender bias is embedded in the modern society. We will explore different examples of gender prejudice and mental molds within the digital realm. Looking at different case studies of user experiences crafted with focuses on sex and gender. Discussing the definition for boundaries of sexism and vulgarity in different ux examples.

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the designer’s view to
anti-sexism
from the front: Frontend in wonderland
2015
Cathy Wang
@cathycracks

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PATATINA
1. little potato
2. a pretty / cute / faceable girl
3. vagina

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“when you grow up, you can
marry a doctor or a lawyer”
- Mom. 30 years ago

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I wanted to marry a tree

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the perception of gender

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Cathy Wang
@cathycracks
Nomadic Vancouverite found mostly in Europe.
Business design & Experience Strategy Consultant
London. UK
I spend a lot of time thinking about the future,
systems, and the interconnectivity of world around us.

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the empathy role
“cathy, can you book the follow up meeting?”

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Life is a non-stop
research project
as a designer

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Always design a thing by
considering it in its next larger
context —
a chair in a room, a room in a house,
a house in an environment, an
environment in a city plan.
Eliel Saarinen

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context shift reflect onwards
thinking about gender
> > >

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context
The culture, the history

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What does gender mean

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“Block up to 99% of UV rays,
women can drive to the grocery
store confident that they are not
increasing their chances of
wrinkles.”
honda fit

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Women account for
85% of all consumer
purchases including
everything from autos
to health care.http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/

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shift
the changing times

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23%
higher median household income
24%
more equity in their homes
LGBT

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starting from the girls
and changing the perception

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women shouldn't have rights
women shouldn’t vote
women shouldn’t work
women shouldn’t box
gender, in other places

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We've begun to raise daughters
more like sons... but few have the
courage to raise our sons more
like our daughters.
- Gloria Steinem

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what does a man look like?

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what does a man look like?

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what does a man look like?

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is this what men look like?

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gender inequality,
from the man’s view

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Culture Behaviour
informs
influences
changes
Context

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reflect
a look at the now

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leadership books

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women leadership books

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Double Outsiders: How
Women of Color Can
Succeed in Corporate
America

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How to work
successfully with
black colleagues and
customers
“this approach prepares white men to
deliver better results, by building more
effective relationships with black
employees and customers.”

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Understanding your
male ego: becoming a
better leader.?
“I guess I can understand why
people would call me an asshole.”
- David Brent.

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onwards
moving forward

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the gender shifts
boundaries
identities
complexity

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gender boundaries
blurred conception of emotional roles
and landscapes

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gender identities
fluid transformation based on
our will

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gender complexity
normalized and casual lifestyle
choice
Dutch photographer Sarah Wong has documented the lives and
experiences of a group of children who have transitioned -- or are in the
process of transitioning -- to live as their authentic selves.

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understand the gap
bridge the gap

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what if..
there’s no gap?

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a campaign that promotes
sponsoring a girl to receive proper
education in a developing country.
Using facial recognition to only be
shown to female.
because I am a girl
by Plan UK

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As designers,
we design for human behaviour,
on top of our understanding of culture.
We craft the future that
we want to live in.

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projected self
55%
non-verbal
7%
verbal
38%
paraverbal
Silent message - Albert Mehrabian (1971)

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a behaviour, even a
non-behaviour, is a
communication
“One cannot not communicate.”
- Paul Watzlawick

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digital self
reconstructed
remapped
reinvented

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> >
gender biased
the progression in thinking
emotion focused
Past Now Future
gender targeted

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imagine….
the disappearance of
baseline

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sex is survival

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emotion driven goals
the 436 questions on match.com
questionnaire

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Devices as human

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Singularity love

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so, remember my tree?

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Thank you
from the front: Frontend in wonderland
2015
Cathy Wang
@cathycracks

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I have collected most of my researched in one place.
antisexism.tumblr.com
Please feel free to submit to it and go through it.

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http://www.honda.co.jp/Fit/webcatalog/type/shes/
References
Honda fit
Cathy Wang
@cathycracks
Credit
Mixed gender by Amy Hu from the Noun Project
Transgender Children Appear As Their
Authentic Selves In Stunning Photo
Project
http://www.huffingtonpost.co.uk/2015/06/04/transgender-children-sarah-
wong-photo-project_n_7510728.html
http://www.jeongmeeyoon.com/aw_pinkblue.htm
The pink and blue project
https://www.youtube.com/watch?v=owGykVbfgUE
Old Spice | The man your man could
smell like
https://www.youtube.com/watch?v=2AdViveJYD0
Kate Upton Carl Jr. Ad
http://www.lettoysbetoys.org.uk/
Let toys be toys
http://always.com/en-us/about-us/our-epic-battle-like-a-girl
#likeagirl
http://www.amazon.co.uk/Silent-Messages-
Implicit-Communication-Attitudes/dp/0534000592
Silent Messages: Implicit Communication
of Emotions and Attitudes
http://www.gizmag.com/researchers-develop-
emotion-sensing-responsive-computer-interface/
17433/
emotion detecting robot
http://mashable.com/2015/08/04/i-look-like-an-engineer/
#vG4ilQdaKak2
#ILookLikeAnEngineer